UK publisher National World signs multi-year deal with Taboola

Leading UK publisher implements Taboola's AI recommendations across 60+ news sites reaching 15 million monthly readers.

UK publisher National World signs multi-year deal with Taboola
Axiom Media

National World, one of the United Kingdom's largest regional publishers, signed an exclusive multi-year partnership with Taboola (Nasdaq: TBLA) to power content recommendations across its digital network, according to an announcement made on October 21, 2024. The partnership aims to enhance user engagement and revenue generation across more than 60 regional and national news titles, including prominent publications such as Yorkshire Evening Post, The Scotsman, and Express & Star.

The implementation includes two primary technological components. The first is Taboola Feed, an integrated system that delivers personalized multi-format content recommendations. The second component, Explore More, focuses on increasing session depth and user engagement, particularly for visitors arriving from social media platforms and applications.

According to Jade Power, Director of Digital Monetisation at National World, the publisher has experienced growth in subscriber numbers but continues to seek technological improvements to enhance audience engagement. The London Stock Exchange-listed company reaches more than 15 million monthly visitors across its digital properties.

The sales aspect of this partnership will be managed by Axiom Media Alliance, a joint venture between National World and Axiom Media Holdings. This arrangement places Axiom Media Alliance in charge of marketing all digital and video assets to advertisers within the partnership framework.

Jeremy Lawrence, Chief Executive Officer at Axiom Media Alliance, highlighted the partnership's potential to demonstrate increased audience engagement metrics to advertisers. The implementation spans across National World's entire digital network, which encompasses both national and local news titles.

Taboola's platform utilizes artificial intelligence to power recommendations across digital properties, including websites, devices, and mobile applications. The company maintains partnerships with major digital properties globally, including:

  • Yahoo
  • CNBC
  • BBC
  • NBC News
  • Business Insider
  • The Independent
  • El Mundo

Key Facts

  • Daily active users: Nearly 600 million
  • Active advertisers: Approximately 18,000
  • Monthly transactions: Over 1 million
  • Market presence: Publicly traded on Nasdaq (TBLA)